The world of Formula 1 has recently been shaken by an unexpected revelation: an exclusive experience, costing 13,500 dollars, was offered to a very small group of lucky fans within the mysterious “Casa 44” by Lewis Hamilton. This event, kept away from the official F1 cameras and organized in an almost clandestine way, raised questions about the direction of the Hamilton brand and its true intentions after the announcement of the transfer to Ferrari for 2025.

The “Casa 44” – as the experiential space designed to reflect the most intimate and creative essence of the seven -time world champion is called the experiential space – is much more than a simple exhibition or a promotional stand. Located in a top secret location during a race weekend, it only welcomed 100 carefully selected guests, including celebrities, influencers and some super fans. Everyone signed confidentiality agreements and were forced to deliver the cell phones to the entrance. From here, the mystery has only gone down.

Those who have been able to cross the doors tell of an immersive, multisensory and deeply personal experience. There is talk of thematic rooms that retrace crucial moments of the career of Hamilton, fragrances inspired by his travels, artistic projections on issues such as social justice and climate change, and even a meditative area where Lewis himself would have recorded personalized vocal messages for each guest. All accompanied by a starry catering, live music selected by himself and a strictly “futuristic chic” dress code.

But the real news is another: the cost. 13,500 dollars for a few hours experience, available only for those who received a special invitation and have been able to support the price. Many have wondered if this event represents a new way of monetizing the personal brand of the English pilot, or if it is a first step towards the construction of a lifestyle empire well beyond the circuits. Some insiders suggest that this is only the “beta phase” of a wider project, a sort of “Hamilton Universe” which could soon include luxury fashion lines, cinematographic productions and exclusive Netflix -style content, all focused on Lewis’ personal vision.

The reactions in the paddock did not wait. Some members of the Mercedes team have avoided comments, while others, off the record, expressed perplexities about the opportunity to organize such a elitist event in the middle of a turbulent season for the team. Fans are divided: there are those who applaud Hamilton’s creativity and ambition, and those who accuse the pilot of having now detached from the reality of F1 to embrace a narrative from Hollywood celebrity.

The most controversial element remains the secrecy. No official content has been published, only fragments leaked by anonymous guests: a blurred photo of a golden statue of Lewis with the angel wings, an audio fragment in which he speaks of the “transcendence of motorsport”, and the image of a room where a symbolic ritual of “closure with Mercedes” appears.

All this feeds one question: what is really becoming Lewis Hamilton? A pilot, an artist, an entrepreneur or something completely new? Waiting for the “house 44” to open (perhaps never) to the public, the mystery remains. But one thing is certain: whoever has seen it, will not be able to forget it. And who was not there … will remain to look from outside.